Download - Sakshi ppt (1)
Post Launch Research of Bolero Maxi Truck Plus
Bolero Maxi Truck with its launch in August, 2009 was able to revive the category of Small Pick-up trucks However, soon competition was faced in the category .What it did was the increase in the size of Small Pick-up segment to 3 times within one year.But Mahindra’s market share was decreasing.
So to combat the competition and revamp their portfolio they launched Bolero Maxi Truck Plus in FY’14 and soon the market share increased to 48% within one year.
But was this growth sustainable? What were the reasons for this growth? What can be the future marketing strategy
Introduction
Understanding the reasons for
growth
Capture Customer
Sentiments
Building Future Action Plan
Identify BMT Plus customer segment in terms of usage & profiling
Identify BMT Plus customer segment in terms of usage & profiling
Identify the major purchase parameters in this categoryIdentify the major purchase parameters in this category
Review the performance of the product in the marketReview the performance of the product in the market
Understand the customer satisfaction &association with the product
Understand the customer satisfaction &association with the product
Benchmark the promotional campaigns in this segmentBenchmark the promotional campaigns in this segment
Propose a Marketing Action Plan for BMT Plus in future to strengthen the perception
Propose a Marketing Action Plan for BMT Plus in future to strengthen the perception
Project Objective & DeliverablesProject Objective & Deliverables
WHAT?WHAT? HOW?HOW?
Target Group
BMT Plus, Dost & Super AceCustomers
Sample Size
91 (Captive-46, MLO-45)
Survey Medium
Physical Survey of 20-25 Minutes each
Mahindra Dealers
5
Ahmedabad
29 (Captive-14, MLO-15)
Pune 29 (Captive-13, MLO-16)
Jaipur 33 (Captive-19, MLO-14)
ApproachApproach
Primary ResearchPrimary Research Secondary ResearchSecondary Research
Consisted of studying online resources like:
• ATL & BTL promotions in Auto Industry• Tata Ace, Dost & Cocacola Campaigns• Tata Nano & Maruti Swift Case Study• Present Economic & Business Scenario
Refrences
Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace and bought BMT Plus, he says “ BMT Plus ne kaam bdhane me bahut madad ki hai, Bhai se badhkar hai ye aaj mere liye…”
Mr. Ram Chandra Gurjar, BMT Plus MLO in Jaipur sold his Super Ace and bought BMT Plus, he says “ BMT Plus ne kaam bdhane me bahut madad ki hai, Bhai se badhkar hai ye aaj mere liye…”
Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared all three vehicles before purchase and says : “ BMT Plus Zabardastt Gaadi hai…Iska koi mukabla nhi, bas mileage kam de rhi hai 11-12 ka ”
Mr. Raghuveer Singh, BMT+ Captive user in Ahmedabad compared all three vehicles before purchase and says : “ BMT Plus Zabardastt Gaadi hai…Iska koi mukabla nhi, bas mileage kam de rhi hai 11-12 ka ”
Outcome of ResearchOutcome of Research
Key Takeaway: Image of a strong, dependable and stylish vehicle that is good for business Brother Like association with BMT Plus Lower perception among Captive, Strong among MLOs
5
Campaign ProposalCampaign Proposal
Focus on Captive users, Reinforce among MLOs
6
Emotional Connect
Emotional Connect
Builds TrustBuilds Trust
Strengthens Brand Saliency
Strengthens Brand Saliency
Brand RecallBrand Recall
Benefits of Proposed CampaignBenefits of Proposed Campaign
Family engaging programs
Family engaging programs
Communication of emotional
benefits
Communication of emotional
benefits
Concept of TestimonialsConcept of
Testimonials
Sharing comparative
rational benefits
Sharing comparative
rational benefits
Post Sales loyalty
building
Post Sales loyalty
building
Service benchmark program
Service benchmark program
Below the line
activation
Below the line
activation
Catchy jingles and
posters
Catchy jingles and
posters